Mobile-based advertising and marketing solutions venture TELiBrahma, though founded in 2004, arrived at its core business model only in 2008. It started out as a mobile product firm but founders, Narasimha Suresh and Ravi B R, soon realised that funding was scarce for product firms. So, the focus shifted to providing value-added services for other mobile start-ups to generate cash-flows.

In 2006, the company raised Rs 1.25 crore from Karnataka Information Technology Venture Capital Fund (Kitven) and began building a bluetooth network across the country. In malls, airports and other locations if a customer switched on bluetooth or Wi-Fi on his mobile, TELiBrahma would deliver content to the phone.

"We sold off our value-added services business in 2008 and decided to focus on advertising solutions through our blu-fi network," says Suresh, the company's CEO. The same year the company raised $2 million from Inventus Capital and Ojas Venture Partners. In 2010, the venture launched an augmented reality product, IntARact. In augmented reality graphics, audio and video from a mobile or a computer screen adds value to a reallife product or environment. TELiBrahma has clients in India, Europe and the US and they have worked with brands like Unilever, Coca-Cola, Kraft, Benz, BMW, Ford, Nike and Nokia.

In November 2011 the company raised an undisclosed round of funding from Intel Capital. "It was our first round investors who introduced us to Intel," says Suresh. "The second round of funding is more challenging as you need to prove you can take the company to the next level."

While the company has a presence in international markets, Suresh wants to expand his clientele across global markets. "Intel gives us credibility and they can connect us with the main players in the global industry," says Suresh adding that the challenge now is to make TELiBrahma an internationally recognised technology brand.